In an era where adaptability is key, GameOn’s decision to launch a new marketing division marks an important shift for the igaming sector. Co-founders Sarah Blackburn and Alex Wilson discuss the value of fractional workers and the need for collaboration to keep up with rapid industry change.
GameOn has been a trusted name in the igaming industry for nearly two decades, providing top-tier PR services to businesses across the sector. But as the industry evolves, so too must businesses. This December, GameOn took a bold step forward by launching a new marketing division, which offers fractional Chief Marketing Officer (CMO) services and other critical marketing support.
In a world where businesses need to adapt to shifting landscapes, especially after the profound changes brought on by the Covid-19 pandemic, GameOn’s new venture is a testament to their commitment to staying ahead of the curve.
The Shift Towards Fractional Roles
For Sarah and Alex, the decision to launch a marketing division was inspired by a deep understanding of how the industry has shifted over time. The igaming sector, like many others, is now experiencing the effects of a fundamental change in how businesses operate. The days of traditional office setups and long-standing, fixed marketing teams are quickly fading. Instead, more companies are looking for fractional workers to provide expertise without the need for full-time commitments. This shift reflects broader changes across industries, where remote work and flexible roles have become commonplace.
For start-ups and smaller businesses, fractional workers—especially those in key positions like CMO—offer a distinct advantage. They bring a wealth of experience from across industries, allowing businesses to benefit from fresh perspectives and tested strategies. These professionals are used to juggling multiple clients, which means they can offer a wide range of insights that are not bound by a single company’s way of doing things.
“Fractional hires are invaluable. They bring fresh ideas, expertise, and a sense of perspective that larger, traditional teams may miss,” Sarah Blackburn says.
This type of flexibility allows companies to tap into high-level expertise without the cost or commitment of a full-time hire. For an industry as fast-moving and competitive as igaming, that could mean the difference between success and stagnation.
The Benefits of Embracing Change: Insights from the Experts
Both Sarah and Alex agree that being able to pivot and embrace change is essential to thriving in today’s business environment. The creation of the new division was not without risk. They understood the potential challenges but were confident that the evolving market demands required a fresh approach.
“I’ve seen the way start-ups are often held back by limited access to seasoned expertise,” says Alex Wilson. “By offering fractional services, we can give businesses the tools they need to thrive.”
Here’s what they see as the key advantages of fractional workers:
- Cost-effective expertise: Start-ups and smaller businesses often struggle to justify the cost of a full-time CMO. Fractional workers offer a more affordable option while delivering high-level skills.
- Broader perspectives: Fractional workers often have experience in multiple industries, bringing knowledge from outside the igaming sector that can be crucial for fresh thinking.
- Faster decision-making: With their wealth of experience, fractional CMOs help streamline decision-making processes, avoiding the trial and error that slows down growth.
- Flexibility: Fractional hires offer businesses the flexibility to scale their marketing efforts as needed, without the long-term commitment of a permanent position.
The ability to bring in these benefits on a short-term or part-time basis allows companies to be nimble and responsive in a competitive industry.
A Changing Industry and the Rise of Fractional Workers
The rise of fractional workers and remote teams is more than just a reaction to the pandemic; it reflects a lasting shift in how businesses approach growth and sustainability. As companies are reassessing their needs and resources, fractional workers have proven to be an essential part of the equation.
“Business owners need to let go of old models. The future is about collaboration, fresh perspectives, and embracing new ways of working,” Sarah adds.
The demand for fractional services across all sectors, particularly marketing, is expected to continue growing in the coming years. For businesses that want to remain competitive, embracing this shift could be the key to unlocking growth.
In fact, the increasing reliance on flexible, outsourced talent is not just a trend—it’s becoming the norm. As industries become more dynamic, the ability to adjust and adapt quickly to new demands is critical. Fractional workers, with their diverse skill sets, bring the agility and innovative thinking that businesses need to stay relevant and succeed.
A Look Ahead: What’s Next for GameOn?
As GameOn ventures into this new chapter, the company is looking to the future with optimism. The launch of their new marketing division is just the beginning. By leveraging the insights and expertise of fractional workers, they aim to help businesses accelerate their growth and build lasting connections in the igaming space.
For Sarah and Alex, their journey reflects their ongoing commitment to the igaming community and their passion for helping businesses thrive. They believe that collaboration—both within and outside of their company—is essential for long-term success.
“Business is all about adaptation,” Alex says. “And we’re ready to evolve with the industry.”
